Yatte Minahare
Embracing the unknown has always been a part of our story at Suntory. We dare to question the status quo, take on new challenges, and we believe that giving up is not an option–because the future belongs to those who dream big.
This spirit of ambition, “Yatte Minahare,” was a favorite saying of our founder, Shinjiro Torii, and it drives us today pursue bold ventures as pioneering entrepreneurs.
Never satisfied with the status quo, and driven by our “Yatte Minahare” spirit, Suntory expanded into the non-alcoholic beverage market.
Since people at this time still mostly brewed their own tea themselves, it took years of thorough research into things like blending methods, quality control, and tea leaves themselves to launch a canned oolong tea in 1981.
This tea was suited to Japanese tastes and quickly became very popular. It also popularized the Ready to Drink concept, helping make drinks you could enjoy anywhere, at any time more of a presence in the tea market. To this day, Suntory Oolong Tea is one of our best-selling products and a well-known brand in the non-alcoholic beverage market in Japan.
Not content to stop there, in 1992 we released the BOSS canned coffee. This beverage provides a rich and flavorful option and acts as an “aibo” (a reliable partner with many years of trusted experience) for working people. Over time, BOSS has grown into a beloved brand with a variety of products, all designed to suit the various changing lifestyles and tastes of our consumers.
The success of both BOSS coffee and Suntory Oolong Tea has led to even more beverage choices for healthier life styles. In fact, Suntory Black Oolong Tea and Iyemon Tokucha have been certified by the Consumer Affairs Agency of the Japanese government as “FOSHU” or “Foods for Specified Health Uses.” We even entered the health and wellness market, utilizing our expertise and experience in various types of research and development. In fact, we developed our first supplement, Sesamin, after scientifically proving the health benefits of sesame seeds. Even since, we have been developing and delivering multiple high-quality health and wellness products globally.
More new ventures followed, including bold new expansions in the restaurant and flower industries which brought new dining experiences and colors into our customers’ lives. Suntory’s history has always been shaped by our spirit of bold challenge, and we will always work tirelessly towards our ambitions, and never give up. That’s what it means to embody that “Yatte Minahare” spirit.
